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"Reducing customer churn"
A UX Design client project for Delidoor.
PROJECT OVERVIEW
The brief: To find out what was causing customer churn for Delidoor, a frozen meal delivery service, and design solutions to encourage repeat customers.
The set up: A three week design sprint, in a team of two.
The process: User research through to service and website design, including synthesis and iteration.
Key tools: Figma
Key methods:
● Competitor and comparator analysis.
● Business analysis.
● Interviewing.
● Usability testing.
● Sketching, wireframing & prototyping
● Affinity & journey mapping.
● Secondary research
My role: Owned all deliverables, presentations and communication with the clients. Led all user research, synthesis, design and final recommendations.
The problem: Delidoor has not yet established their spot in the market and the website has limited functionality to encourage repeat purchases.
The solution: Our solution was to make the value proposition front and centre and refine the strategy, process and offerings to make it easier for customers to come back for more. Additionally, the solution included the ability for customers to review previous purchases, re-order and customise recurring order options and preferences.
Delivered: Service and website design recommendations (including annotated wireframes), documentation of the research and synthesis and a 30-minute presentation handing over the final deliverables and recommendations.
RESEARCH
A range of existing and target customers were consulted.
From interviews with Delidoor customers and Delidoor competitor’s customers we began to understand what people expect from such a service.
20/20 target user interviews (to learn about user’s experiences, expectations and pain points with these services).
● 17/20=customers that have used competitor services.
● 1/20=senior user 50+.
● 4/20=family users.
● 15/20=single professional users 30+.
6/6 target user feedback sessions (to get feedback on reordering and subscription preferences).
● 2/6=Delidoor customers.
● 4/6=competitor customers.
Customer Journey Map
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There are many preferences about how people want their meal delivery services to work.
Affinity mapping enabled us to synthesise the feedback collected from the interviews, customer feedback sessions and also what we learnt from business analysis and competitor/comparator analysis.
These were our findings and opportunities.
We then separated the findings between things Delidoor is already doing, what we recommend addressing now and what specific opportunities we discovered. The last 3 findings on the table we differentiated would have to be longer term recommendations due to current business constraints.
Subscriptions don’t mean ordering the same thing time and time again.
Our job was to make it flexible and convenient for one off orders and repeat orders. We also made it convenient for customers with box options to bundle popular meal deals together, which is good for the business by selling more product. In this diagram the blue tick signifies what Delidoor is already offering and Green ticks are the additional variables we wanted our solutions to include.
SOLUTIONS
Recommendations for delivering a better service.
● Bring the message about the value proposition “regarding frozen food and their sustainable approach” to the forefront.
● Introduce an account page for returning customers.
● Make it easy to reorder from an order history tab in the account page.
● Introduce recurring orders/subscription and box/surprise options.
● Give customers power to customise one-off and recurring orders.
● Give users control over their subscription’s reminders and preferences.
Sketching, wireframing and prototyping.
We started with lo-fidelity sketches, which we then developed into mid-fidelity wireframes and prototypes, before finally creating high-fidelity mockups.
Lo-Fi
High-Fi
We designed, tested and iterated our solutions.
As a result, we delivered a set of annotated mid-fidelity wireframes. Here are a couple, to see some of our recommendations that we handed over to our clients.
Where to from here.
There are important next steps for the business
● Decide on clear incentives for repeat business.
● Decide which options, either box, surprise, or other, they want to include in their website.
● Look into offering a wider menu variety.
● Look into catering more to differing dietary interests.
Whatever it is that the business decides to do, we recommend that they align how their business is described across all platforms as it’s currently sending a mixed message and this should be unified.
Upon reflection...
Stakeholder buy-in was challenging. Therefore, we knew from the get go we would have to come up with something exceptional if we were going to impress our clients. After going through this process we felt very confident that these design ideas were a good start in the right direction to establish their place in the market and support return and recurring business. Delidoor has since updated their website and applied most of our recommendations.
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Hi, I'm Josie Clair
I’m a UX Designer with a multi-faceted, international background and a love for working with people. I have an eclectic mix of experiences in a wide range of environments – all of which contribute to my holistic and empathetic approach to UX. Look forward to connecting in this field and working with an enthusiastic team to create projects with flair!
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Hi, I'm Josie Clair
I’m a UX/service Designer with a multi-faceted, international background and a love for working with people. I have an eclectic mix of experiences in a wide range of environments – all of which contribute to my holistic and empathethis approach to UX. Look forward to connectedin this this feild and working with an enthsiastic team to create projects with flare.
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My Story
As a designer, I focus on creating innovative and approachable products, services and experiences that solve real problems and make a significant improvement in people’s lives. My empathetic and holistic approach fuels my creative problem solving. This is drawn from my international background, business-focus, and love for helping people.
I’ve been privileged to have an eclectic mix of experiences in a wide range of environments – all of which contribute to my perspective as a UX / service designer. Roles and responsibilities have included working as a project manager and trainer in the NGO space, in sales and marketing, in financial service, real estate and managing boutiques. I’ve also developed and run my own retail business and brand, including both a brick and mortar and online shop. The common theme in all of these has been about creative problem solving and delivering the best experience for everyone. All of this is to say that I am part humanitarian, part business, and all UX.
Dynamic, fast-paced, cooperative, goal-focused environments are where I thrive best, as they enable me to express my creativity and realise my goal to empower others.
Why am I different
Having lived and worked or studied in 7 countries, and speaking three languages fluently, I have developed a global perspective and have honed my ability to adapt.
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